Enter Valhalla said:
Lightwater Valley's marketin is very poor and I'm sure that has something to do with this big loss.
Whilst their efforts may appeal particularly to enthusiasts (Facebook updates about rides, blogs, podcasts, ultimate track walks, numerous videos and the various other things they've done over the past few years), this isn't what the public want.
I also noticed that a key member of LWV's Marketing team spent alot of time last year creating new themed music for the rides, yet I couldn't see a single leaflet for the park anywhere in Ripon, Harrogate or surrounding areas yet Flamingo Land ones were everywhere. They need to outreach to their community more instead of spending so much time making themed queue line music and youtube videos to apeal to enthusiasts. That's my opinion anyway.
Hi Valhalla,
I am not sure what qualifications you have in marketing but let me counter you on a few points you raise there.
(1) A member of the LWV team did spend hours of their own time improving the theme park by creating new music. This music, created in house by a team of two will save the park tens of thousands of pounds each year on music licensing. While not groundbreaking or earth shattering, this investment of PERSONAL time shows the love that these individuals have for the park and the business. By creating new soundtracks, the park can build upon better themes for the future, create excitement in guests and help make things feel a little more magical.
Can you imagine Alton playing pop music round every corner? While this works at Blackpool, it wouldn’t work at Alton and it didn’t work at Lightwater Valley. Good move I say.
(2) "Facebook updates about rides, blogs, podcasts, videos and other various things are not what the public want..."
Have you not noticed how they personally respond to EVERY post they get? Have you not observed the thousands of people who take part in their competitions? This is something Merlin does not do as well. Flamingo Land doesn’t bother to reply to people who write on their page, let alone take the time to reply to EVERY Trip Adviser comment.
Lightwater Valley's Facebook Page has grown exceptionally quickly in a very short space of time. It’s rarely not in my newsfeed. At present, 69,000 follow the page and regularly engage with it. Compare this to the Merlin run Chessington Page of 79,000, it is quite clear Lightwater Valley will soon over take it.
This means Lightwater will be marketing to a large fan base who actively and regularly engage with all the content therein. Instead of just putting sales messages out there, which Lightwaters competitors often do, their "voice" is enthusiastic, engaging and speaks to as wide an audience as possible.
Why do they bother with status updates about rides? Because a theme park has rides in it. It's content. Why do they bother with blogs? Because thousands of people read blogs, in fact if you check the hit counter at the bottom of the blog page you will see how many people read them. Why do they bother with YouTube? Because EVERY good marketing team and EVERY good business understands the value of video advertising. I just checked, they're close to getting nearly 1,000,000 views for their channel. Most of the ride pages on the website have a video. All of this builds a flavour for the park and SELLS it to people who visit. Just look at this one example…
http://www.youtube.com/watch?v=WURCPvXV80Y#ws - that was uploaded in December. It’s had nearly 3,000 watch it in the off season. That’s pretty good going.
Do you follow them on Twitter? They’re always posting, always engaging and it’s personal! They reply to everyone who sends a message to @LightwaterV
Content is king for marketers, and for a medium sized business, they’ve got all their online activity covered. Can it be improved? Hell yes it can. Are they on the right path? Yes, I do believe they are. What I want to see is more competitions, newer videos (Some of the older ones are not so good) and more special features.
(3) Local advertising
I’ll preface by saying I am also a local resident to Ripon, where Lightwater is located.
Do you visit your local tourist information centre? You’ll find all the latest leaflets inside. The bus stops in the city centre have posters up promoting the park. If you tune in to Stray FM (The local radio station) you’ll find Lightwater is ALWAYS on it. In fact, you will find a member of the LWV marketing team (Simon) is a regular contributor to local radio, often filling in a guest spot as a presenter.
Lightwater punches well above their weight with their TV advertising and PR. Having pioneered the Yorkshires Magnificent Attractions Group and established the
www.DiscoverRipon.org and
www.VisitHarrogate.co.uk as a way of making their budgets go further.
You should also know, as a local member of the Ripon community, the same member of their marketing team was a critical player in getting Ripon the new cinema and sits on the tourism board, promoting the local area and helping local businesses. All of this is supported and fully endorsed by Lightwater Valley.
Lightwater Valley simply does not have the budget to advertise on a national level. They do however market considerably north of the park and into Scotland where there is much less competition. They’ve described before that, if you were to look at a map, draw a circle around the park within 1.5 hours driving distance you'll see they market well within that area.
I am sure they’d love to go beyond that. The park is certainly good enough to do so, it’s just a question of money. Advertising is VERY expensive. That’s probably why they’re so hot on the mark with their social media.
Final word. Don't we, as enthusiasts, want a theme park that engages with us, talks to us and listens to us? I know some members of the marketing team at Lightwater would be very hurt if they read some of these offhand comments. While speculating and suggesting ideas is good and constructive criticism should always be encouraged, blanket statements that say "Lightwater Valley's marketin is very poor" are very unhelpful.
I am sure everyone here wants the park to be successful. Throw your support behind the place and the people who work there. I know that the staff at the park would very much appreciate it.
I love Alton and greatly enjoy the parks in their lineup… But Merlin is essentially an entertainments monopoly. We need to throw our support behind places like Lightwater, Blackpool, Oakwood, Pleasurewood Hills and others. Small independent places do not have the huge pots of money Merlin has, yet I think you’ll find they always have a bigger heart.
Thanks.
